The James Brand SS21 Great Outdoors Preview

The James Brand SS21 Great Outdoors Preview

Brand:  The James Brand
Interviewee:  Ryan Coulter, Founder and Chief Creative Officer & Pacome Allouis, EU Brand Marketing

How is Covid-19 impacting your business and can you see any opportunities for the Camping market as a result of the pandemic?
Covid-19 gave us a real shock. Many of our partners had to shut their doors around the globe and many of them still have not re-opened.

The good news is that our online business and key online retailers have been really strong.

This is a time when people go to the brands that they identify with for strength, they can also discover products for their daily needs.

For camping, we’ve seen a lot of people really trying to get outside due to the fact that they will travel more locally this year.

What are the major trends in the camping segment in spring/summer 2021?
From the camping perspective, we’ve seen a decrease in the car-camping experience and an increase in interest in the true backcountry market.

People want to getaway. They are looking for lightweight, durable gear that they can use to really push out into the backcountry instead of staying local, and making adventure a 2.0 experience.

Where have you positioned your brand in the market and why?
We position The James Brand (TJB) right at the intersection of urban life and outdoor adventure.

We do this because the majority of our customers live in or close to the city, but long for the outdoors and head there as soon as the workday or workweek is over.

We want our products to easily move between both the urban and the outdoor environment and make it easy!

Which items should every nature lover take with him on the next outdoor adventure?
We are biased, but you should always have a pocket knife with you, you can’t imagine everything you can do with a pocket knife into your day, and make your life easier.

The James Brand SS21 Great Outdoors

The James Brand, The Ellis

You never know what jams it will get you out of, but it’s nearly guaranteed to get some use and make your day outdoors a bit better.

You should also have a powerful LED flashlight handy, as well as a compass of some kind, and a way to start a fire.

We hate to say it, but it’s good to have your phone with you, but we’d suggest putting it in airplane mode and trying to only use it as a camera.

How has Covid-19 affected your SS21 sell in plans (delays/ range cancellations/ carry over)?
We had some major new projects that got pushed into 2021.

We’ve had to work hard to re-adjust the calendar to get it all to work.

It has not been easy, but we are in great shape now and shipping on time. It’s been a good exercise for the brand to see how flexible we can be in the situation.

Please talk us through your 2-3 of your key products for 2021.
The Pike is a new version of one of our favorite silhouettes.

The James Brand SS21 Great Outdoors

The James Brand, The Pike

It’s designed as a true pocket knife: small, beautiful, and very functional.

It’s designed to go inside your pocket at the beginning of the day and then go back on your dresser at the end, and it is reminiscent of pocket knives that were popular in the 1950s and 1960s.

It’s a modern take on a classic form, and it’s designed to be right there whenever you need it.

We really like the balance of pure functionality and aesthetics with this one.

The Ellis is our take on a multifunctional pocket knife. It’s probably our most versatile product, with a partially serrated blade, a bottle opener, a flathead screwdriver, and a pry/scraper, there’s not much that the Ellis can’t help with.

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vans x tony hawk
FWT18 VALL DDAHER
Sharps donate 9,000 to Cornish lifesaving
HO18_Snow_TogetherForever_RawFiles_Euro_Thumbnail
Sven Thorgren Spektrum Sponsorship Sweden Snowboarding
GP87
ThirtyTwo's T32M
Segundo header
Commissioner Kieren Perrow
Frontpage
RYD
Leon Glatzer1
Frederico Morias @boskophoto_Ocean & Earth
Charly1 @pedromestrephoto
Roy Turner, Surf expo
Picture 2023 header
Alaïa Bay, Switzerland action render
elooa home sweet home camp
K47A6982
High Octane
ELLES_Arthur Longo header
Surf shop day
Mark Held, EOG President, addressing delegates at EOS
Vans Ducty Tape. Photo HMT
16x9 Herm Burnside
Vans Duct Tape Invitational And Festival
WeAreOnePeople, Biarritz
TAN18_Day5_Action SNB_Terje Haakonsen_KPolzer_75_HR
Vissla Upcycle contest
ORION Primepark Sessions
ODOR Crunch
Mark Held, EOG President, addressing delegates at EOS
John Colonna Big Wig K2 SOURCE
B4BC wellness series
Thrust Glassing Portugal Simon Anderson Biography
Britt Merrick.  Photo credit - Channel Islands
Spy Optic Bollé Brands AMCE Acquires
Portugal Market Insight
4HxhIXjw
STANCE X CENTREPOINT PARTNERSHIP
Halldor Helgason 32
etnies
MarketIntelSwiss
Red Bull paris conquest, credit Pierre-Antoine Lalaude_ @pal_photo
K2 2023/2024 Snowboard Boots Preview

K2

'Black Out' Friday Paris Truck Co
Picture-ORagnic-Clothing
SPY+ 2021 Sunglasses Preview

Spy

image001
(ger)MANIC Tour vid
Martino Fumagalli
Play Snowboards Laax
Longboard Competitors, Vans Duct tape
Kingsnorth Transform Hintertux
POW Pledge
WSF
Polartec Shed Less
Slektion Jun Inoue for Wilier Triestina Unico
Slide x Outdoor Trade Show [Winter]
elooa 10 years
Rab's Down Collection Point in the UK
FLYN-4
Surf for Tomorrow, episode 7, It's more than surf
POC 2022/23 Snow Goggles Preview

POC

FW 2022/23 Womens Snow Outerwear Preview

FW

VANS
dfa65ddf-726d-475d-b0cb-fb4e83ed12aa
Mike Fanning
Vans presents_Cher Strauberry
WSL Sustainability
Screenshot 2019-02-19 at 14.53.05
Jones SAFETY SHRED
NSP SS24 Foil Preview

NSP

SIC SS24 Foil Preview

SIC

Roark CEO Jason Steris
Sicomin header
Shops 1st try
Out of Step ltd
VOTENOW_3
VF Corp
zabardast
1 Jacket Required, located at the Old Truman's brewery on Brick Lane in the middle of Shoreditch, one of the world's leading fashion districts
Hurley
Slice n Dice vol 6
Bonecrusher by 32
Decathlon x Sicomin bio resins
Stash the Trash event
Horue SS24 Foil Preview
Market Intel Germany
Social Report, Journal vol2
johnny_morano-001-PeterBauer
HLC x Jart Iban Iraola
Josh Neilsen x Jones
wsf
Afends_Spring2018_Womens_Hemp-Fields_Zoe-Cross029c-9900000000079e3c
LSFF Sweet Adventure
ELEMENT BARCELONA featuring the FREDITANO PROJECT
Noah Peterson IndyIntoWall, Quebec O'Malley
WSF General Assembly in Belgrade, Serbia
Market Intel Germany
...Lost logo
ALSBW_Poster_1080x1080-iTunes
Friends of Glass - 73 per cent rate glass as ocean friendly
sympatex_Kim Scholze
Solite Innovations x Surfcloud
Igloo Coolers logo (U.S)
FAM__0002_FAM-304-World-Hood

FAM

outdoor by ispo
11 Surf Expo has moved to new hall in the Orange  County convention center
FWT20 HAKUBA DDAHER
Market Intel Germany
Portugal Market Insight
elooa_VIDEO_THUMB_18SNB7
Gustavo Ribeiro
Deeluxe Rider_ Alex Fischer; Photo by_ Rudi Whylidal
ISA World Junior Surfing 2022
Crew love is true love
gnu

GNU

2022 International Report on Snow & Mountain Toursim
International Free Ride Film Festival
Griffin Colapinto FCS
Koroyd
Jeff Grosso Forever Collection